Shopify’s lure for many businesses was that it allowed companies to maintain closer relationships with customers and have more control over their online shops.

Demand for Shopify spiked during the pandemic amid a broader e-commerce boom. With this new option, Amazon also appears to be taking aim at the rise of services like Shopify, which helps businesses run their own online stores. Amazon has come under fire for allegedly using data from individual third-party sellers to inform the development of its own private brand products. The move, which potentially loosens Amazon’s grip on other online merchants, comes as Amazon has faced renewed antitrust scrutiny in part for allegedly giving itself an unfair advantage over third-party sellers. Rachel Jessen/Bloomberg/Getty ImagesĪmazon to conduct racial equity audit led by former US attorney general

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